Advertising Through Mobile Phone: Efficiency, Excellence & Potentials

Global Journal of Management and Business Research: E Marketing Volume 15 Issue 3 Version 1.0 Year 2015 Type: Double Blind Peer Reviewed International Research Journal Publisher: Global Journals Inc. (USA) Online ISSN: 2249-4588 & Print ISSN: 0975-5853

Advertising through Mobile Phone: Efficiency, Excellence & Potentials in Bangladesh By Md. Zainal Abedin World University of Bangladesh, Bangladesh Abstract- The study investigates the efficiency level of advertising through mobile phone and also explores the recent status, potentials and practices of advertisings through mobile phone in Bangladesh. The paper also measures the extent of advertising through the medium of mobile phone as new communication technology. A mobile phone ad, or mobile advertising, is a type of marketing that uses mobile phones to generate advertisements.Internet advertising, though the two are often compared. 1 By sending advertisements to cell phone users, a company can effectively reach billions of people. Advertising through MOBILE PHONE is a rapidly growing sector providing brands, agencies & marketers the opportunities to connect with the consumers beyond traditional and digital media and directly on their mobile phone. The explosive growth of wireless as a communication medium offering new advertisings opportunities and demanding the wireless become a new channel of the marketing communication mix. Mobile advertising has proven to be more efficient than

Keywords: SMS, MMS, GSM, CDMA, SMSC, WAP, PNG, JPEG, GIF, BMP, PDA, MSC. MNC, NC, NGO. GJMBR - E Classification : JEL Code : M37

AdvertisingthroughMobilePhoneEfficiencyExcellencePotentialsinBangladesh

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© 2015. Md. Zainal Abedin. This is a research/review paper, distributed under the terms of the Creative Commons Attribution- Noncommercial 3.0 Unported License http://creativecommons.org/licenses/by-nc/3.0/), permitting all non-commercial use, distribution, and reproduction in any medium, provided the original work is properly cited. Advertising through Mobile Phone: Efficiency, Excellence & Potentials in Bangladesh

Md. Zainal Abedin

Abstract- The study investigates the efficiency level of listeners; sometimes a specific group) to continue or advertising through mobile phone and also explores the recent take some new action. Most commonly, the desired status, potentials and practices of advertisings through mobile result is to drive consumer behavior with respect to a phone in Bangladesh. The paper also measures the extent of commercial offering, although political and ideological advertising through the medium of mobile phone as new

advertising is also common. This type of work belongs 201 communication technology. A mobile phone ad, or mobile advertising, is a type of marketing that uses mobile phones to to a category affective labor 1 In Latin, ad vertere means "to turn toward. “The purpose ear

generate advertisements. By sending advertisements to cell Y phone users, a company can effectively reach billions of of advertising may also be to reassure employees or people. Advertising through MOBILE PHONE is a rapidly shareholders that a company is viable or successful. 1 growing sector providing brands, agencies & marketers the Advertising messages are usually paid for by sponsors opportunities to connect with the consumers beyond and viewed via various traditional media; including mass traditional and digital media and directly on their mobile media such as newspaper, magazines, television phone. The explosive growth of wireless as a communication commercial, radio advertisement, outdoor advertising or medium offering new advertisings opportunities and direct mail; or new such as blogs, websites or text demanding the wireless become a new channel of the marketing communication mix. Mobile advertising has proven messages. Commercial advertisers often seek to to be more efficient than Internet advertising, though the two generate increased consumption of their products or are often compared. This unobtrusive two-way service through "branding," which involves associating communications caught the attention of media industry and a product name or image with certain qualities in the advertisers as well as cell phone makers and telecom minds of consumers. Non-commercial advertisers who operators. Eventually, SMS became a new media - called the spend money to advertise items other than a consumer seventh mass media channel by several media and mobile product or service include political parties, interest experts - and even more, it is a two-way mobile media, as groups, religious organizations and governmental E opposed to one-way immobile media like radios, newspapers () and TV. Besides, the immediacy of responsiveness in this two- organization. way media is a new territory found for media industry and Traditional mass media like TV, Radio, advertisers, who are eager to measure up market response Newspaper, Magazines, and Billboards are too much immediately. Using cell phones to distribute advertisements to expensive to execute advertising cost. These media also users is a crucial part of the marketing industry. With the has some drawbacks also. These are mostly one way introduction of the cell phone, marketers found that users communication and not able to achieve immediate could be reached quickly, and that ads were difficult for users to avoid. Many companies rely now on the mobile phone ad to feedback and response from audience. On the other spread the word about a product or service. While this type of hand the study reveals that advertising through mobile is marketing has proven extremely effective, there is also one cost effective and has two way communication. So it major drawback to the mobile phone ad. A study of has the ability to achieve target customer response and

Advertising through Mobile Phone: Efficiency Excellence& feedback. For this advertising agencies are continuously Potentials in Bangladesh is interesting because it helps looking for innovative media for their advertisements of researchers to understanding the contribution of a new products, services and corporate brand image. Mobile information technology for doing business. Advertising advertisements and internet based social media are the through Mobile phone is steel at an early stage in Bangladesh. Many mobile phone users are neither aware nor interested most mentionable. So Advertising through MOBILE about the feature. Even the operators have no clear cut format PHONE is a rapidly growing sector, providing brands, to provide ads through mobile phone. agencies & marketers the opportunities to connect with

Keywords: SMS, MMS, GSM, CDMA, SMSC, WAP, the consumers beyond traditional and digital media and PNG, JPEG, GIF, BMP, PDA, MSC. MNC, NC, NGO. directly on their mobile phone. The explosive growth of wireless as a communication medium offering new Global Journal of Management and Business Research Volume XV Issue III Version I I. Introduction advertisings opportunities and demanding the wireless dvertising is a form of communication for become a new channel of the marketing communication marketing and used to encourage, persuade, or mix. So the study actually reveals the efficiency level and manipulate an audience (viewers, readers or excellence through mobile phone advertising. A Author: Senior Lecturer Department of Business Administration, World University of Bangladesh. e-mail: [email protected]

II. Research Objectives 3. Observation of using mobile phone as as medium

The study is aimed at gaining an understanding communication.

of using mobile phone as communication tool and to ii. Secondary Sources

measure the efficiency of this devices as the medium of • Books and articles on talk shows advertisements, whether these devices are able to • Various websites create positive impact on customers for advertisements in Bangladesh and motivate them to purchase more.. c) Data Analysis Techniques The study also has the objective to find out whether • Excel and SPSS software has been used to analyze these mobile phones are able to create an authentic data platform of communication for advertisement message • Various statistical methods and formulae has been between companies and customers. In brief the used. concrete objectives were: (Mean, standard deviation, and frequency distributions.)

201 1. To gain an understanding of mobile advertisements. • Different Graphs, Tables, Charts and others

instruments are used to make presentable the

ear 2. The main objective of the study is to measure the

Y efficiency level of mobile advertisements as research results (Findings). communication tool. 2 IV. Mobile Advertisements: Emergence 3. To find the extent, that whether advertisements and Developments History through mobile phone are able to create an authentic platform of communication for Mobile advertising is a form of advertising via advertisement message between companies and mobile (wireless) phones or other mobile devices. It is a

customers. subset of mobile marketing. 1 It is probable that advertisers and media industry will increasingly take III. Research Design (Methodology) account of a bigger and fast-growing mobile market, though it remains at around 1% of global advertising a) Research Approach spent. 3 Mobile media is evolving rapidly and while • This is a quantitative research, in some cases mobile phone will continue to be the mainstay. So if we qualitative approach has been applied. want to discuss about the Mobile Advertising we will • At first phase an exploratory research has been have to know about the history of mobile phone &

E conducted to understand the nature of problem and history of SMS through mobile phone. () its subcomponents.

a) History of mobile phone • After analyzing all relevant data by excel and SPSS, In fact, mobile phones have significant history a descriptic method has been applied to present the regarding to its development. At first, the mobile phones findings. technology was used in trains throughout Europe during b) Sources of Data the 1950s. Then it was getting more common as radio To meet the research objectives both primary communication in taxicabs and emergency vehicles in and seconda ry sources of data have been used. More US. Most of the mobile phones had great size, weight emphasis is given on primary data to conduct the and these were highly cost. It was started to become 2 research program authentically. popular until FCC approved it in 1982 . i. Primary Source

1. A model questionnaire has been developed to elicit essential data. The Questionnaire is structured in nature and contain 10 questions in which all are close-ended questions.

Population: All MNC, NC and NGO in Bangladesh Sampling technique: Purposive sampling technique was used to select specific students who use mobile

Global Journal of Management and Business Research Volume XV Issue III Version I phone to communicate advertisement message. Sample Size: 30 organizations (10 MNC, 10 NC, and 10 NGO) Survey area: Dhaka, Bangladesh 1Wikipedia, the free encyclopedia (Overview), 2. Informal interviews with mobile advertisements 2http://techicore.com/communications-and-mobile/mobile-phones/8-a- experts brief-history-of-mobile-phones

On the old days, mobile phones were big and Nokia was the only handset manufacturer whose total heavy, the size was getting to shrink down in the late of GSM phone line in 1993 supported user-sending of SMS 1980s. Afterward, the much smaller mobile phones text messages.8 became popular and common in 1990s. The c) What is Mobile Advertising development happened along with the addition of new Advertising is any paid form of non-personal features such as note-taking, personal organization, and presentation and promotion of ideas, goods or services email3. by any identified sponsor.9 Advertising can be used to Furthermore, the text message service was also build up a long-term image for a product or trigger quick becoming available in 2G mobile phone in the early sales. Advertising can efficiently reach geographically 1990s. Today, mobile phones have become the greatest dispersed buyers. Just the presence of advertising can means of technology to enable the real time have good impact on sales: consumers might believe communication with the family or friends4. that heavily advertised product must offer good value. If

b) History of SMS through mobile phone a business truly wants to succeed in this challenging 201 The SMS concept was developed in the Franco- world of business, it is require that they should always

German GSM cooperation in 1984 by Friedhelm Hillebr use a series of promoting secrets that most people are ear Y and and Bernard Ghillebaert. The innovation in SMS is not using. Short. The GSM is optimized for telephony, since this A mobile phone ad, or mobile advertising, is a 3 was identified as its main application. The key idea for type of marketing that uses mobile phones to generate SMS was to use this telephony-optimized system, and advertisements. By sending advertisements to cell to transport messages on the signaling paths needed to phone users, marketing companies can effectively reach control the telephony traffic during time periods when no billions of people. Mobile advertising has proven to be signaling traffic existed. In this way, unused resources in more efficient than Internet advertising, though the two the system could be used to transport messages at are often compared. minimal cost. However, it was necessary to limit the This unobtrusive two-way communications length of the messages to 128 bytes (later improved to caught the attention of media industry and advertisers 140 bytes, or 160 characters) so that the messages as well as cell phone makers and telecom operators. could fit into the existing signaling formats.5This concept Eventually, SMS became a new media - called the allowed SMS to be implemented in every mobile station seventh mass media channel by several media and by updating its software. This concept was instrumental mobile experts - and even more, it is a two-way mobile for the implementation of SMS in every mobile station media, as opposed to one-way immobile media like E () ever produced and in every network from early days. radios, newspapers and TV. Besides, the immediacy of Hence, a large base of SMS capable terminals and responsiveness in this two-way media is a new territory networks existed when the users began to utilize the found for media industry and advertisers, who are eager SMS. A new network element required was a specialized to measure up market response immediately. short message service center, and enhancements were Using cell phones to distribute advertisements required to the radio capacity and network transport to users is a crucial part of the marketing industry. With infrastructure to accommodate growing SMS traffic.6 the introduction of the cell phone, marketers found that The first SMS message was sent over the users could be reached quickly, and that ads were Vodafone GSM network in the United Kingdom on 3 difficult for users to avoid. Many companies rely now on December 1992, from Neil Pap worth of Sema Group the mobile phone ad to spread the word about a (now Airwide Solutions) using a personal computer to product or service. While this type of marketing has Richard Jarvis of Vodafone using an Orbitel 901 proven extremely effective, there is also one major handset. The text of the message was "Merry drawback to the mobile phone ad. Christmas".7 The first commercial deployment of a short d) Types of Mobile Advertising message service center (SMSC) was by Aldiscon (now In some markets, this type of advertising is Acision) with Telia (now Telia Sonera) in Sweden in most commonly seen as a Mobile Web Banner (top of 1993, followed by Fleet Call (now Nextel) in the US, page) or Mobile Web Poster (bottom of page banner), Telenor in Norway and BT Cellnet (now O2 UK) later in while in others, it is dominated by SMS advertising 1993. Most early GSM mobile phone handsets did not (which has been estimated at over 90% of mobile Global Journal of Management and Business Research Volume XV Issue III Version I marketing revenue worldwide) 9 . Other forms include support the ability to send SMS text messages, and

5 http://techicore.com/communications-and -mobile/mobile-phones/8- 3http://techicore.com/communications-and-mobile/mobile-phones/8-a- a-brief-history-of-mobile-phones. brief-history-of-mobile-phones. 6 Master’s Thesis on Mobile Advertising by Hoang Ngaluong, 2007 4http://techicore.com/communications-and-mobile/mobile-phones/8-a- 7 http: //en.wikipedia.org/wiki/Mobile_phone_content_advertising brief-history-of-mobile-phones.

MMS advertising. There are hundreds of handsets in the such environments as in a restaurant, café, bank, travel market and they differ by screen size and supported agency office, and so on, the users can enjoy some technologies (e.g. MMS, WAP 2.0). For color images, privacy by sending/receiving brief text messages in an formats such as PNG, JPEG, GIF and BMP are typically unobtrusive way. supported, along with the monochrome WBMP format. i. MMS Advertising

e) SMS Advertising Multimedia Messaging Service (MMS) In this competitive world, where in each step advertising is another way of reaching consumers. MMS you will find competition. In order to have win win messages pop-up while a user is attempting to play a

position in this competitive world there should be some game, or download Internet content.

strong weapons to be used to have winningedge. One ii. Mobile web Advertising of the strong weapons is advertising through SMS. In Mobile Web Banners and Mobile Web Posters the current scenario people are lacking time, there is a are the popular types of mobile advertising. A Mobile

201 very urgent need for quick and effective communication Web Banner refers to an advertisement that is placed at system. Bulk SMS Solutions are considered as the the top of a mobile phone screen. A Mobile Web Poster

ear safest and quickest mode of communication. The GSM is similar to a Mobile Web Banner, only this banner is Y specification which is part of Short Message Service or placed at the bottom of a phone's screen. 4 SMS is also commonly referred to as text messaging or "texting" as well. SMS can be sent with the help of f) Comparison with the Types mobile phone to another mobile phone, a regular land A study by Harris Interactive, a research firm,

line, a handheld device such as a personal digital showed that about 7 percent of the American mobile assistant (PDA), or a computer connected to the phone users would be interested in receiving SMS 10 Internet. The marketers have found a new way of ads. Marketing is important to publicize about the

advertising to reach the consumers with the growth in company, its product, brand name and services and the cellular market. Millions of SMS or more are sent in a every business men wants his business to grow. Today,

month. SMS advertising has emerged as the most using Bulk SMS has become a wide choice with the world of business to spread a word about their company suitable and effective medium for advertising due

addiction towards SMS and its popularity among globally. And this is happening with the eventual change

youths.SMS has brought a new way of doing marketing in the mobile technology. Mobiles have become life of

communication for the advertisers to reach their clients people as wherever they go they carry it, this is because mobiles are cheap and can be used anywhere. E in any part of the world at any time. With the minimum () To receive MMS advertising it will require to

possible costs one can easily use SMS gateways to generate the maximum awareness in client's mind. For enable MMS option on phone set and for enabling MMS brand recalling the SMS gateway can also be used. it will required to enable internet on mobile and the

Today companies are using this method to reach out to mobile hand set must be support the enabling internet

their clients’ base. The clients' can be inclined to option. purchase by boosting with the text messages. From At the same browsing Mobile web advertising it mobile phones we can send and receive Short Message will required internet & high definition hand set.

Service. Content of Short Message Service is limited to 160 characters. SMS can be sent to mobile phones and pagers with the help of SMS Gateway. Bulk SMS can be sent with the advances in SMS technology, through which it has become easy to send around the world, whether it will be a single message, or a multiple message i.e. the list containing millions of numbers. SMS can be sent via a web based interface or

connecting the own application direct to their gateway via the internet depending upon the need, company can select a SMS solution. One can deliver bulk SMS quickly, cheaply and reliably by using bulk SMS.

Global Journal of Management and Business Research Volume XV Issue III Version I SMS advertising is such type of mobile phone

ad that tends to gain favorable results. A SMS advertisement appears on a user's phone as a short

message; these messages often look like normal text messages. One advantage of SMS is that while even in conference, users are able to send and receive brief 8 Journal of Theoretical and Applied Information Technology

messages unobtrusively, while enjoying privacy. Even in [www.jatit.org]

Advertising Type Hand Set Required Service Connection Type

To receive SMS ads Normal & minimum specification Only tele connectivity

Normal but minimum MMS Tele connectivity & internet connection & To receive MMS ads enabled MMS activation High resolution & minimum WAP Tele connectivity & internet connection & To browse Mobile web ads 2.0 supported WAP activation

Chart-01: Comparison with the mobile phone advertising iv. Magazines types. Magazines are also a good medium of media So we can see there are some high advertising. Magazines are limited to a specific category requirements of handset to receive MMS ads & to of people who buy them therefore the advertisements in 201 browse mobile web ads. This type of required handset & these magazines are for specific audience only. Before connections are not common use in Bangladesh. So in ear

advertising the product through media, a business need Y this paper I will focus on SMS advertising because- to keep in mind certain essential aspects that helps in

It does not require any additional functionality attracting audiences. 5 from the mobile phone, all devices available today are Putting a lot of money in advertisement does capable of receiving SMS. not guarantee success of the product. Therefore put a Another advantage of SMS is that while even in substantial amount of money only and give priority to conference, users are able to send and receive brief content [14]. Due to the presence various media messages unobtrusively, while enjoying privacy. Even in advertising means, it becomes difficult for a business to such environments as in a restaurant, café, bank, travel choose the right medium. Media advertising sources agency office, and so on, the users can enjoy some have changed and developed with time. Previously, TV privacy by sending/receiving brief text messages in an and newspapers were the most sought out ways of unobtrusive way. promoting a product. Today Internet, telemarketing, and There is group SMS which is rising in the SMS advertisements have brought a drastic change in entrepreneurs as sending SMS to people are quick and media advertisement scenario. In this competitive world easy in it. And SMS can be transmitted to a group of one of the strong weapons in advertising through sms people at once. This is a global service used by many because of its quick & effective two way communication E () enterprises for different reasons. Anyone can send SMS system. through it and avail the benefit. h) Forms of Mobile advertising through advertising: g) Comparison with the other advertising media i. Competitions Some of the famous ways of media advertising Competition is the most popular form of mobile includes- advertising. The main advantage of competitions is that

i. Television the prize provides users with a tangible reason to

Television is one of the most powerful sources contact the relevant company. If the prize is interesting of media advertising. TV has the maximum capability of competitions will have more chance to be successful. reaching almost every home for the whole of 24 hours, There are several kind of mobile competition like but it is one way media and very easy to avoid where Simple entry, Text ‘n win, Quiz, SMS Voting etc. sms does not possible to avoid. ii. Location base service

ii. Newspaper Location Based Services are services which are

Newspapers also virtually reaches every home enhanced with and depend on information about a all around the world and is one of the major media mobile station’s position. Location based services that components. In our country everyone does not read connect to a distinct location are highly relevant for local newspaper but now a day’s everyone use mobile phone. advertising such as a person can receive a message iii. Internet including directions to the nearest restaurant or train

Among these, Internet has proved to be the station. Global Journal of Management and Business Research Volume XV Issue III Version I most opted and successful media. Businesses can iii. Coupons advertise their product through a website and can thus Companies can send coupons to mobile attract huge traffic to it, but one should connect with phones though SMS. There are some advantages from internet if he/she wants to view the advertisement mobile coupon: targeting based on customer mobile otherwise the ad is out of his/her sight for ever. For sms phone numbers; time sensitivity such as receiving a ads only a normal configured handset & tele-connection 20%discount on purchases immediately after entering a is enough to receive & view the sms ads. shop; and efficient handling by scanning the coupon’s

bar-code at the cash desk. Expert predicts that v. Sponsor ships consumers will use mobile coupons more often than Sponsorsh ips for an already established service ordinary paper coupons because the coupons will be is another way advertisers can use to reach mobile stored in the mobile phones memory and therefore users. The sponsorship money can used to add value to difficult to misplace or forget– compared to their paper- the service or reduce costs for custo m ers. To be based equivalents. Customers keep their mobile phone successful with sponsorship activities the advertiser with them and therefore the coupon with them too. should care about the service, it should be relevant to iv. Alerts the co mpany or brand and the service should target Alerts fit well with mobile media because they specifics users so that the company know who are location or time sensitive. Advertisers can reach subscribe to the service. users at any time because mobile devices are carried vi. Analysis and Findings along by people wherever they go. Even though text The study asked ten questions about message alerts are practically push-based services, it advertising effectiveness through mobile phone to ten 201 can work well with other pull–based forms of mobile MNC, ten NC and ten NGOs in Bangladesh. The survey

ear advertising. For instance, web portal and search engine was conducted according based on same Y companies Lycos offer shopping alerts via SMS, being a questionnaire. The answer for each question for 30 6 push–based service the SMS shopping alerts help as a organizations are arranged by using column chart and price comparison tool. pie chart and also expressed as percentage. These are Alert can also be used to deliver real time described as followings: information such as sport results, stock quote and business news all for sale purposes it should be permission-based though. It can also be used to get a chat based - service. (ibid)

Statement 01: Cost can be reduced through Mobile advertising.

Measuring effectiveness of advertising through Mobile Phone E ()

14 12 10 8

pany 6 4 2 om 0 Neither Strongly Agree Strongly Agree Disagree No. of of No. C Agree nor Disagree Disagree Strongly Agree 13 0 0 0 0 Agree 0 12 0 0 0 Neither agree nor Disagree 0 0 2 0 0 Disagree 0 0 0 3 0 Strongly Disagree 0 0 0 0 0 Global Journal of Management and Business Research Volume XV Issue III Version I

Measuring effectiveness of advertising through Mobile Phone

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

10% 7% 43% 201 ear

40% Y 7

a) Interpretation support this statement and 43% strongly agreed on that From the table and Pie chart it is shown that 13 agreement. Although 10 % disagreed with the statement organizations strongly believed that advertising cost can but interestingly neither of them disagreed strongly. be reduced by using mobile phone. Another 12 or b) Conclusion zations are agreed with that case statement, two of them From this analysis it can be clearly said that for neither agreed nor disagreed. However 3 companies a specific purpose cost of mobile advertising is much believed that it is not so possible. lower. In pie chart we can see that, the percentage of the strongly agreed companies are 23, whereas 4o%

E Statement 02: Personalized SMS on advertisement can be possible through Mobile Phone. ()

Measuring effectiveness of advertising through Mobile Phone 16 14 12

pany 10 8 om 6 4 2 0

No. of of No. C Neither Strongly Strongly Agree Agree nor Disagree Agree Disagree Disagree Strongly Agree 9 0 0 0 0 Agree 0 15 0 0 0 Neither agree nor Disagree 0 0 5 0 0 Global Journal of Management and Business Research Volume XV Issue III Version I Disagree 0 0 0 1 0 Strongly Disagree 0 0 0 0 0

Measuring effectiveness of advertising through Mobile Phone

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

4% 0%

18%

46% 201 ear Y 32% 8

a) Interpretation strongly agreed whereas 17% do not have any From the above table it is shown that 24 comments but 3% of them disagreed that it might not organizations assumed that personalized SMS can be possible for personalized SMS through mobile phone. possible through mobile advertising whereas 9 of them strongly agreed and 15 of them agreed. However one of b) Conclusion them disagreed. Interestingly 5 companies have The statistical data shows that maximum provided no comments. number (80%) of the surveyed organizations believed in So it can be said that 50% of the surveyed personalized SMS on advertisement can be possible organizations are agreed with the statement and 30% through Mobile phone. E ()

Statement 03: Much more response can be achieved through mobile advertisement

Measuring effectiveness of advertising through Mobile Phone 12 10

pany 8 6 om 4 2 0

No. of of No. C Neither Strongly Strongly Agree Agree nor Disagree Agree Disagree Disagree Strongly Agree 7 0 0 0 0 Agree 0 11 0 0 0

Global Journal of Management and Business Research Volume XV Issue III Version I Neither agree nor Disagree 0 0 6 0 0 Disagree 0 0 0 4 0 Strongly Disagree 0 0 0 0 2

Measuring effectiveness of advertising through Mobile Phone

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

13% 23% 201

20% ear Y

37% 9

a) Interpretation therefore 23% strongly agreed whereas 20% have no From the chart, it is shown that 18 companies comments but20% of them disagreed where 7% answered in affirmative whereas 7 companies strongly strongly denied that much more response cannot be accept the statement and the rest 11 companies only achieved. agree with the statement. Although 6 companies position is neutral but on the other hand 6companies are b) Conclusion disagreed and believed that much more response Although much more response can be received cannot be achieved. through mobile phone but it may not sometimes fruitful.

The pie chart illustrates that 37% of the E () surveyed companies are agreed with the statement and Statement 04: Local demand of products can be created.

Measuring effectiveness of advertising through Mobile Phone

1820 1416 pany 1012 68 om 4 02 Neither Strongly Strongly

No. of of No. C Agree Agree nor Disagree Agree Disagree Disagree Strongly Agree 5 0 0 0 0 Agree 0 18 0 0 0

Neither agree nor Disagree 0 0 5 0 0 Global Journal of Management and Business Research Volume XV Issue III Version I Disagree 0 0 0 2 0

Strongly Disagree 0 0 0 0 0

Measuring effectiveness of advertising through Mobile Phone

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

7% 16% 17% 201 ear Y

10 60%

a) Interpretation statement. But both 17% of the companies agreed and From the above table and chart it is shown that at a same time have no comment. 18 companies of them strongly believed that advertising through mobile phones are able to create local demand. b) Conclusion Other 5 companies are agreed with this case statement. From this analysis, we can say that local But 5 of them neither agreed nor disagreed. However 2 demand can be easily created through mobile phone companies believed that it is not so possible. advertisement. In pie chart it is seen that, 60% support this E () statement and agreed although 7% disagreed with the

Statement05: Advertising clutter can be removed through Mobile phone.

Measuring effectiveness of advertising through Mobile Phone 16 14 12

pany 10 8 om 6 4 2 0

No. of of No. C Neither Strongly Strongly Agree Agree nor Disagree Agree Disagree Disagree Strongly Agree 5 0 0 0 0 Agree 0 15 0 0 0 Global Journal of Management and Business Research Volume XV Issue III Version I Neither agree nor Disagree 0 0 2 0 0 Disagree 0 0 0 7 0

Strongly Disagree 0 0 0 0 1

Measuring effectiveness of advertising through Mobile Phone

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

3% 17%

23% 201 ear Y 7% 11

50%

a) Interpretation advertisements through mobile phone whereas From the above table and chart it is shown that approximately half of them disagreed. 17% strongly 5 companies are strongly believed with the statement believed and 7% have no comment. and 20 companies just agree with the above statement b) Conclusion whereas (8 companies) are disagreed and 0ne of them Though it is possible to remove advertising is strongly disagreed. Two of them expressed no E () clutter through mobile add, it may sometimes make comments. customer more bored. It can be said that 50% of the companies think that advertising clutter can be removed by

Statement 06: Instant response can be possible with mobile advertisement than those of other media.

Measuring effectiveness of advertising through Mobile Phone

1618 1214

pany 10 68

om 4 02 Neither Strongly Strongly Agree Agree nor Disagree No. of of No. C Agree Disagree Disagree Strongly Agree 8 0 0 0 0 Global Journal of Management and Business Research Volume XV Issue III Version I Agree 0 16 0 0 0 Neither agree nor Disagree 0 0 3 0 0 Disagree 0 0 0 2 0 Strongly Disagree 0 0 0 0 1

Measuring effectiveness of advertising through Mobile Phone

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

10% 27% 201 ear Y

53%

a) Interpretation whereas 27% strongly agreed and 53% just agreed with From the above table and chart it is shown the statement. Neither agreed nor disagreed companies that24 companies believed that it is possible to gain are about 10%. Beside 7% disagreed and 3% strongly instant response through mobile phone whereas 8 disagreed with the statement. companies are strongly agreed to this statement. 3 companies have no comment. However 3 others of b) Conclusion them disagreed including one company strongly According to the maximum companies of the E

() disagreed. surveyed has found that it is much easier to get instant

Instant response from customer can be responses to the mobile add than those of advertising received is believed by 80% of surveyed companies through other media. Statement 07: Maximum reach can be possible than those of other media.

Measuring effectiveness of advertising through Mobile Phone 14 1012 68

pany 4 02

om Neither Strongly Strongly Agree Agree nor Disagree Agree Disagree Disagree No. of of No. C Strongly Agree 12 0 0 0 0 Agree 0 8 0 0 0

Global Journal of Management and Business Research Volume XV Issue III Version I Neither agree nor Disagree 0 0 5 0 0 Disagree 0 0 0 5 0 Strongly Disagree 0 0 0 0 0

Measuring effectiveness of advertising through Mobile Phone

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

17%

40% 17% 201 ear Y 26% 13 a) Interpretation 40% of the companies are strongly hold their agreement In the figure, it is shown that 20 companies and 27% agreed. There is no company who strongly believed that maximum reach can be possible through disagreed but 17% of the companies disagreed and mobile phone where 12 companies strongly agreed and 17% has no comment. 8 others just agreed with the statement. However 5 companies disagreed with the statement and 5 others b) Conclusion have no comments. From the analysis it can be strongly said that for Pie chart analysis shows that about 67% of the it is easier to reach a maximum coverage than those of surveyed company agreed with the statement in which other media. Statement 08: Frequency rate or a customer can read the SMS more than one time. E ()

Measuring effectiveness of advertising through Mobile Phone 16 14 12 10 pany 8 6 om 4 2 0 Neither Strongly Strongly No. of of No. C Agree Agree nor Disagree Agree Disagree Disagree Strongly Agree 10 0 0 0 0 Agree 0 14 0 0 0 Neither agree nor Disagree 0 0 2 0 0 Disagree 0 0 0 4 0

Strongly Disagree 0 0 0 0 0 Global Journal of Management and Business Research Volume XV Issue III Version I

Measuring effectiveness of advertising through Mobile Phone

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

13%

7% 33% 201 ear Y

14 47%

a) Interpretation approximately 80% believed that customer can read the Above chart illustrates that 24 numbers of the SMS more than one time. 13% of the companies think companies are agreed with the statement in which 10 that it may bore the customers. And 7% of the company companies strongly believed with the statement and positi on is neutral. other 14 companies hold their support in the case b) Conclusion statement. Only 4 companies disagreed and 2 of them We can say that a customer can read the has neither agreed nor disagreed. E mobile advertisement i.e. SMS more than once if the

() The pie chart describes that 47% are agreed

advertisement is much more interesting and attractive. with the statement and 33% supports strongly. So

Statement 09: In mobile add, Customer think that the advertiser consider him as an important person.

Measuring effectiveness of advertising through Mobile Phone 20 18 16 14 pany 12 10

om 8 6 4 2 0

No. of of No. C Neither Strongly Strongly Agree Agree nor Disagree Agree Disagree Disagree Strongly Agree 18 0 0 0 0 Global Journal of Management and Business Research Volume XV Issue III Version I Agree 0 10 0 0 0 Neither agree nor Disagree 0 0 2 0 0 Disagree 0 0 0 0 0 Strongly Disagree 0 0 0 0 0

Measuring effectiveness of advertising through Mobile Phone

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

0% 0% 7%

33% 201

60% ear Y

a) Interpretation another 33% agree with this statement. Only 7% of the

From the above analysis it can be strongly said companies did not agreein this statement. that 18 companies among the 30 surveyed companies are strongly hold their position in this statement and b) Conclusion another 10 companies also believe this statement. In fact, a customer considered him as an Therefore, two other companies are neutral. important one for the company when the company treats the customer as an important which can be easily The pie chart exhibits the maximum number of companies which strongly believed that customer feels understand by the mobile advertisement.

him as an important person which is about 60% and E

() Statement 10: Local culture / values can be preserved by mobile advertisement.

Measuring effectiveness of advertising through Mobile Phone 18 16 14 pany 12 10 om 8 6 4 2

No. of of No. C 0 Neither Strongly Strongly Agree Agree nor Disagree Agree Disagree Disagree Strongly Agree 5 0 0 0 0

Agree 0 16 0 0 0 Global Journal of Management and Business Research Volume XV Issue III Version I Neither agree nor Disagree 0 0 6 0 0 Disagree 0 0 0 2 0 Strongly Disagree 0 0 0 0 1

Measuring effectiveness of advertising through Mobile Phone

Strongly Agree Agree Neither Agree nor Disagree Disagree Strongly Disagree

7% 17%

21% 201 ear Y

55%

a) Interpretation 5. The appeal of the mobile device as a business tool From the above chart and table it is shown that is not hard to understand. Most of the working and (16+5) or 21 companies admit that it might be possible non-working time we spent together with mobile to preserve our culture and values. 6 companies have phone. So we have to get benefit of it. neutral opinion in this statement. Rest 3 companies 6. The mobile phone operators should have some E disagreed with the statement in which one company

() easy and cost effective way to use their SMS

strongly disagreed. gateway so that the business groups can easily b) Conclusion send SMS to their potential clients. For maximum cases it might be possible to 7. Every business groups should make their own client preserve our local culture through mobile advertising as list or possible client list to avoid disturbance to the it is not possible to see the western culture through people who have no interest or connection with the mobile advertisement. product. In this way one can easily use SMS gateways to generate the maximum awareness in V. Recommendations client's mind. After analyzing all relevant data and information 8. Since SMS advertising has emerged as the most and from the research results the following suitable and effective medium for advertising due recommendations are necessary. addiction towards SMS and its popularity among 1. The companies and government should take youths. As this is nearly impossible to avoid or initiative to increase Mobile user so that all level and ignore the SMS even the user like or dislike it, so class of customers can be reached. company should exploit the opportunity to reach in 2. The mobile operator should reduce SMS and MMS client’s door. cost so that all organizations can utilize these 9. The company should develop software to segregate services for mobile advertisements. These will bring the consumer group easily by listing them benefit both of them. categorically and create group and can easily send Global Journal of Management and Business Research Volume XV Issue III Version I 3. All types of features and innovative features should the SMS with the help of some developed software. be added in mobile phone so that advertising 10. To succeed in One to One marketing the company through can be more effective than those of other can develop more efficient and innovative way to media. deliver more personalized business message. 4. Network facilities of every mobile company should be strong and enriched so that all mass people in rural areas can be reached.

VI. Conclusion interference and ad repetition effects. International Journal of Advertising, Vol 25(3), pp271-307. The paper has given an account of the 3. McDonald, M. and Wilson, H. (2002) The new awareness level of the using mobile phone as tool for marketing. Oxford, Butterworth Heinemann. Cited in: advertisement of products. It has revealed how much McDonald, M. et al (2006) Marketing due diligence: companies and customers are aware, what they know, reconnecting strategy to share price. Oxford, how they response, and why they involve with this Butterworth Heinemann. mobile advertisements. The study was an attempt to 4. Wikipedia, the free encyclopedia (http://en.- investigate the actual level of efficiency and awareness wikipedia.org/wiki/Mobile_phone_content_advertisin level of mobile advertisements and how much these g). shows act as a common and authentic platform of 5. Hoang Nga Luong. (2007). Master’s Thesis on communication between customers and companies. It Mobile Advertising (Masters Dissertation). also revealed that different advertisement media present 6. DOI: Felix, R. (2012) Brand communities for a particular characteristics in different ways which lead 201 mainstream brands: the example of the Yamaha R1 the customers and companies’s towards ambiguity.

brand community. Journal of Consumer Marketing, ear There is no doubt that it is very much significant for a Vol 29 (3), [online], http://dx.doi.org/10.1108/- Y company to reach his product to the customers. In this 07363761211221756 (Accessed 12 February 2015). case advertising and promotion for the companies or 17 7. CIM info (2012) Find out the latest trends in Digital organization’s product are very much important. For this Marketing from @Daniel Rowles, CIM course reason all organizations always select different media for director and expert in digital marketing advertising their product in the industry. In this analysis it http://goo.gl/nwLSw 24 April, https://twitter.- is seen that mobile advertising might be a new idea but com/#!/CIMinfo (Accessed 13 February 2015) it seems to be much more efficient and company find 8. Digital marketing measurement tools (2012) interests on this media. Specially some company which YouTube video, added by The CIM Tube [online], sell the daily products and services gain much return http://www.youtube.com/watch?v=DBLfyE-F3YI&- and they get huge responses. The also illustrates this context=C4174f7cADvjVQa1PpcFP7bDSWFn-DT0- matter. For maximum cases it seems to be positive but v3pHnpuvJRevcu-Rz6Gw= (Accessed 10 February in some cases it is difficult to advertise. Since this 2015). medium is possible to reach at maximum level, so the 9. http://www.forbes.com/sites/ewanspence/2014/04/0 obstacles of mobile advertising must be solved and take 2/the-mobile-browser-is-dead-long-live-the-app/ necessary steps so that this can be much more E 10. http://venturebeat.com/2014/03/26/mobile-in-app- () attractive and popular medium for product ad-revenues-will-surpass-pc-online-display-adver- advertisement and promotion. tising-by-2017/ In the developed countries, research has been conducted on this topic to measure awareness and efficacy level of customers and companies. But there was perhaps no research or any works are done on this topic in the area in Bangladesh. As a primary and early research, it has initiated just to explore the knowledge in this field. Hopefully the research results or outputs would provide a basis for further research on mobile advertisements and encourage future researchers. It would be also helpful for various companies, NGOs, GOs, MNCs and marketing specialists and consultants and other stakeholders in their profession, since the paper gives some insights into the investigation and circumstances of mobile advertisements.

References Références Referencias

Global Journal of Management and Business Research Volume XV Issue III Version I 1. Laroche, M. et al (2006) Competitive advertising interference and ad repetition effects. International Journal of Advertising, Vol 25(3), pp271-307. 2. Tellis (1988) Advertising exposure, loyalty and brand purchase: a two stage model of choice. Journal of Marketing Research, 25 (May) pp134-144. Cited in: Laroche,M. et al (2006) Competitive advertising

Appendix: Questionnaire Name of the Company: Address:

Position hold: Company type: Contact no: Email: Website:

Title: Measuring advertising effectiveness through mobile phone.

Case statement for advertisements:- 1. Cost can be reduced through mobile advertising. 201 (a) Strongly agree. ( b) Agree. (c) Neither agree nor Disagree. (d) Disagree. (e) Strongly disagree. ear

Y 2. Personalized SMS on advertisement can be possible through mobile phone. (a) Strongly agree. ( b) Agree. (c) Neither agree nor Disagree. 18 (d) Disagree. (e) Strongly disagree. 3. Much more response can be achieved. (a) Strongly agree. ( b) Agree. (c) Neither agree nor Disagree. (d) Disagree. (e) Strongly disagree. 4. Local demand can be created. (a) Strongly agree. ( b) Agree. (c) Neither agree nor Disagree. (d) Disagree. (e) Strongly disagree. 5. Advertising clutter can be removed through mobile phone. (a) Strongly agree. ( b) Agree. (c) Neither agree nor Disagree. (d) Disagree. (e) Strongly disagree. 6. To gain instant response can be possible to mobile advertisement than those of other media. (a) Strongly agree. ( b) Agree. (c) Neither agree nor Disagree. (d) Disagree. (e) Strongly disagree. E

() 7. Maximum reach can be possible than those other media. (a) Strongly agree. ( b) Agree. (c) Neither agree nor Disagree. (d) Disagree. (e) Strongly disagree. 8. Frequency or a customer can read the SMS more than one time. (a) Strongly agree. ( b) Agree. (c) Neither agree nor Disagree. (d) Disagree. (e) Strongly disagree. 9. In mobile add, Customer think that the advertiser consider him as an important person. (a) Strongly agree. ( b) Agree. (c) Neither agree nor Disagree. (d) Disagree. (e) Strongly disagree. 10. Local culture / values can be preserved by mobile advertisement. (a) Strongly agree. ( b) Agree. (c) Neither agree nor Disagree. (d) Disagree. (e) Strongly disagree.

Signature of the Position holder

Global Journal of Management and Business Research Volume XV Issue III Version I